MKT 100 Chapter Notes - Chapter 15: Chino Cloth, Mass Customization

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Concentrated segmentation strategy when an organization selects a single, primary target market and focuses all its energies on providing a product to fi t that market"s needs, it is using a concentrated segmentation strategy (see exhibit 8. 2 right). Entrepreneurial start-up ventures often benefi t from using a concentrated strategy, which allows them to employ their limited resources more effi ciently. Christopher & banks, a little-known chain of almost 500 stores that utilizes a very concentrated segmentation strategy, understands that its customers don"t shop at the gap, chico"s, or ann taylor. To better understand its customers, christopher & banks asks women in focus groups where they eat, what cars they drive, and what their daily routines are. Customers want clothes that can be worn both at work and to a child"s baseball game after work. To save time shopping, these women want merchandise that is designed to mix and match.